Tourism Minister Lauds Over 90 Travel Advisors in Northeast US Market

Tourism Minister, Hon. Edmund Bartlett, has lauded more than 90 travel advisors and trade partners operating out of the Northeast United States (US) market, including 50 of Jamaica’s top performers.

“You are not just selling a destination. You are shaping dreams, building confidence, and influencing decisions at a moment when trust matters more than ever,” he said, while addressing the Jamaica Tourist Board (JTB) Travel Advisory Reception, titled ‘Jamaica’s Top Sellers, Front and Centre’, at Catherine’s Restaurant, a Jamaican owned establishment in Laurel, Maryland, on April 7.

Mr. Bartlett expressed gratitude to the travel advisors, saying: “Thank you for continuing to believe in Jamaica, for advocating for us in your conversations with clients, and for choosing to tell our story, even in moments when the global environment has been uncertain. Tourism has always required resilience, and resilience is something Jamaica has in abundance.”

Mr. Bartlett noted that Jamaica is accustomed to navigating disruptions, whether arising from natural events, economic shifts, or global health crises.

He explained, however, that the nature of disruptions has fundamentally changed in today’s world, where perceptions can shift overnight, misinformation can spread faster than facts, and destinations may be fully open and operational yet still be perceived otherwise.

“As travel advisors, you are among the most trusted voices in the travel ecosystem. When uncertainty arises, travellers turn to you, not algorithms, for reassurance and clarity. You are, in many ways, the front line of reputational resilience. You are a driving force behind Jamaica’s continued growth and global relevance. I am pleased to share that Jamaica’s recovery is well on its way,” Minister Bartlett stated.

Providing an overview of Jamaica’s ongoing recovery in the tourism sector, Mr. Bartlett indicated that the country’s room stock is steadily returning, with Bahia Principe and Half Moon reopening just last week.

He noted that this represents more than 700 rooms coming back on stream, bringing Jamaica to approximately 80 per cent of its total room capacity at the current pace.

“This is the story you are here to tell… the story of Jamaica’s resilience. Every time you confidently recommend Jamaica, every time you reassure a traveller, you are actively strengthening our resilience as a destination. So today is not just about thanking you but it is about recognising your role as partners in safeguarding Jamaica’s reputation in a rapidly changing world,” the Minister underscored.

Looking ahead, Mr. Bartlett stated that Jamaica’s commitment to the tourism sector remains clear and unwavering.

“We are entering a new era of tourism, one defined, not just by recovery but by reinvention. Jamaica’s focus is not only on growth, but on sustainability, inclusivity, and resilience that benefits our people and enhances the visitor experience. We are investing in strengthening connectivity, expanding our tourism offerings, and deepening the experiences that travellers are seeking today,” he declared.

The Minister pointed out that Jamaica’s connectivity strategy is reflected in the confidence shown by airline partners, with increased airlift from Latin America through Wingo, and from the United Kingdom via Virgin Atlantic.

He added that the country is also embracing digital transformation to ensure Jamaica remains visible, competitive, and accurately represented within an increasingly fast moving digital landscape.

“The traveller of tomorrow will be more discerning, more informed, and more intentional… and Jamaica is well positioned to meet that moment. But we cannot do it alone. We need your continued partnership… your voice and your confidence,” Minister Bartlett stated.

He urged the travel advisors to continue guiding travellers with clarity and care.

“Because together we are not just navigating disruption; we are building a model for resilience in global tourism,” Mr. Bartlett added.

Meanwhile, JTB Business Development Officer for the Northeast USA, Ricardo Henry, underscored the importance of bringing the travel advisors together.

“The aim is to reconnect with and re-energise our most important link between Jamaica and visitors to the island… particularly at this time as we fully recover from the ravages of Hurricane Melissa,” he said.

Mr. Henry further indicated that, with the Northeast corridor consistently producing Jamaica’s largest volume of stopover arrivals, the reception provided the island’s top commercial allies with direct ministerial assurance that Jamaica is open, recovering, and ready.

The travel advisors’ reception was attended by Jamaica’s Ambassador to the United States, Major General (Ret’d) Antony Anderson; Tourism Director, Donovan White; Deputy Director, Philip Rose, along with other senior tourism representatives.

Minister Bartlett is in Washington DC for a four day engagement spanning April 7 to 10.

The visit, anchored in Jamaica’s ongoing recovery from Hurricane Melissa and the imperative to sustain momentum in the island’s largest source market, includes a book launch at the Organization of American States, receptions hosted by the JTB and the Embassy of Jamaica, the inaugural Don Hawkins Distinguished Lecture at George Washington University, and executive meetings with the World Bank and Inter American Development Bank.